Blog's home page Subscribe to Randy's blog

Readiness to return to out-of-home entertainment, arts and dining based on income and education

In my last blog, I examined how comfortable the different generations are in returning to restaurants and out-of-home (OOH) entertainment and cultural venues. 

We’ve obtained data from a recent Morning Consult poll that allows us to examine how soon people are ready to return to these OOH activities based on their incomes and educational differences. The poll was conducted May 5-9 among a national sample of 2,200 adults. The interviews were conducted on-line and the data was weighted to approximate a target sample of adults based on age, educational attainment, gender, race, and region. The sample was large enough so that granular analysis by income and education would give meaningful results. Results from the full survey had a margin of error of plus or minus 2%.

There doesn’t appear to be any significant difference in how soon people of different incomes plan to return to OOH activities.

Across the three income levels, people say they expect to return to restaurants the fastest. Among OOH venues, people intend to return fastest to museums, followed by the movies and amusement parks. Going to a concert shows the slowest rate of return.

Levels of educational attainment show a difference in what percent of people expect to return to activities in the next two weeks. People without a college degree plan to return to a greater degree in the next two weeks (highlighted in gray below) and somewhat faster into the next month. 

The poll results by both income and education consistently show that approximately one-quarter of people don’t plan to return to a restaurant for at least six months, rising to approximately one-third for museums and approximately one-half for attending amusement parks and concerts for the same at least six-month time frame. 

We need to remember in considering the results of this poll and many others, that they are only a snapshot of peoples’ expectations based on conditions and information on the Covid-19 pandemic and its health risks and government restrictions and recommendations at one point in time, which is continually evolving, sometimes on a daily basis. Expectations and peoples’ actual behaviors could easily change one way or another as the pandemic unfolds along with unemployment and the economic downturn. It is likely that peoples’ changing individual economic conditions, along with any changes in their perception of their health risks, will have a major impact on their future behaviors.  

About Randy White

Randy White is CEO and co-founder of the White Hutchinson Leisure & Learning Group. The 30-year-old company, with offices in Kansas City, Missouri , has worked for over 550 clients in 36 countries in North and Latin America, Africa, Asia, Europe and the Middle East. Projects the company has produced have won seventeen 1st place awards. Randy is considered to be one of the world’s foremost authorities on feasibility, brand development, design and production of experience destinations including entertainment, eatertainment, edutainment, agritainment, play and leisure facilities. Randy was featured on the Food Network’s Unwrapped television show as an eatertainment expert, quoted as an entertainment/edutainment center expert in the Wall Street Journal, USA Today, New York Times and Time magazine and received recognition for family-friendly designs by Pizza Today magazine. One of the company’s projects was featured as an example of an edutainment project in the book The Experience Economy. Numerous national newspapers have interviewed him as an expert on shopping center and mall entertainment and retail-tainment. Randy is a graduate of New York University. Prior to repositioning the company in 1989 to work exclusively in the leisure and learning industry, White Hutchinson was active in the retail/commercial real estate industry as a real estate consultancy specializing in workouts/turnarounds of commercial projects. In the late 1960s to early 1980s, Randy managed a diversified real estate development company that developed, owned and managed over 2.0 million square feet of shopping centers and mixed-use projects and 2,000 acres of residential subdivisions. Randy has held the designations of CSM (Certified Shopping Center Manager) and Certified Retail Property Executive (CRX) from the International Council of Shopping Centers (ICSC). He has authored over 100 articles that have been published in leading entertainment/leisure and early childhood education industry magazines and journals and has been a featured speaker at conventions of over 20 different leisure trade groups. Randy is the editor of his company's Leisure eNewsletter, has a blog and posts on Twitter - https://twitter.com/whitehutchinson
This entry was posted in Coronavirus, Covid-19, Culture, Educational attainment, Location based entertainment, Out-of-home, Post-lockdown. Bookmark the permalink.